16 Jun 10 Radio Advertising Copywriting

Radio advertising has come a long way, going through the tumultuous ride of changes. It has become crisp, humorous, and very smart. Radio advertising has also turned the wheel of innovation laced with creativity. As a result many leading brands are opting for radio advertising nowadays.

Radio script turns very interesting depending upon the product/service or the social message it wants to communicate. The advertisement is guided by the marketing strategy. Once the advertising agency or freelance copywriter is done with the script, the production studio takes charge of the production.

To get into radio advertisement script writing one needs to know few basic facts of radio advertising copywriting.

Some advertisements are kept conversational, where the announcer or the radio jockey reads out the advertisement as an announcement. Such advertisements are generally informative in nature declaring sale or forthcoming event. Social messages may also be communicated in the same way. Since such ads are not entertaining in nature, choice of words and voice modulation are very important. Such advertisements are quite affordable as radio stations make production their cost very nominal.

Script of all radio ads have basic similar structure – beginning establishing context, middle convincing about the benefits and reason to purchase, and end which establishes call to action and important mandatory facts like contact information and last date of offer.

Radio advertising is constantly challenged by its inability to build a visual connection. Thus it’s quite important for the radio advertiser to make even more attention grabbing, creative, and effective ads. Interesting script, good jingle, and unconventional communication may be helpful.

Radio is a light medium of indirect attention. So light humor, entertainment, emotions do wonder in radio. Being indirectly effective medium people show less attention towards radio listening and the attention span is also quite short. Thus ads should be short and crisp.

Radio ads seldom pick up current societal topics, events, trends and news. So staying abreast with the ongoing social happenings is very important for the writer. Radio ads are often like a testimony ad, where a professional or a user suggests the product or talks about his/her own experience. Dramatic radio ads which nicely portray slice of life are also a good option.

Ads can be completely musical, that’s jingle. When the ad is jingle, it is the responsibility of the writer and the music director to come up with an interesting piece of song. It can be remix of old music or a new music altogether. Punch lines and naming the brand are very important signing off lines. While finishing the communication message reminder of the brand name and tagline should be kept in mind.

Radio advertising doesn’t have any set rules. Whatever sounds good, builds connection, grabs attention works well.

Tags: Advertising Copywriting, Attention Span, Choice Of Words, Forthcoming Event, Humor Entertainment, Last Date, Leading Brands, Light Humor, Light Medium, Marketing Strategy, Nature Choice, Radio Ads, Radio Advertisement, Radio Advertiser, Radio Advertising, Radio Script, Smart Radio, Social Message, Social Messages, Voice Modulation